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In de schoenen van de klant: over de maakbaarheid van verantwoordelijke medewerkers

van Laer, T. & de Ruyter, K. (2012). In de schoenen van de klant: over de maakbaarheid van verantwoordelijke medewerkers. In: Bronner, A. E., Dekker, P., de Leeuw, E. , Paas, L. J., de Ruyter, K., Smidts, A. & Wieringa, J. E. (Eds.), Ontwikkelingen in het marktonderzoek: 37e Jaarboek MarktOnderzoekAssociatie. (pp. 9-26). SpaarenHout Haarlem.


The number of blog posts about the lack of trust in companies has dramatically increased since the beginning of the economic crisis in 2007 . In response to this, companies are experimenting with direct contact with blogging customers. Hereby it is important that employees
Not simply forward complaints to a public relations or webcare department, but that they themselves suggest that they are in the shoes of the customer before they respond.

Publication Type: Book Section
Additional Information: Copyright © 2012 De auteurs
Publisher Keywords: blogging customers, customer relation management, marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Bayes Business School > Management
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